Attempts to write Apple (and Amazon) into complete non-stories don't come more blatant than this. Neither company is connected to the story in any way (Google is, very loosely), and the whole thing makes little to no sense. Salon, you should be ashamed.
The technology industry has manufactured images of the rebel hacker and hipster nerd, of products that empower individual and social change, of new ways of doing business, and now of a mindful capitalism. Whatever truth might attach to any of these, the fact is that these are impressions that are carefully managed to get us to keep buying their products. In that very basic sense, it is business as usual.